Pharma's Content Graveyard: Can AI Fix the Problem? | Pharma Talks with Nataliya Andreychuk | Part 2

In this episode recorded live at Fierce Pharma Week, Nataliya Andreychuk speaks with Ned Ehrbar, Director of Global Media Relations at Merck, about AI in pharma, medical-commercial collaboration, and the future of omnichannel pharmaceutical marketing.They discuss why technology alone isn't enough, how workforce upskilling and new habits drive adoption, and why accurate, accessible, up-to-date information must remain at the center of every patient experience.📲 Enjoyed this episode?👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode👉 Join our community: https://pharmatalks.circle.so/👉 Want to be a guest? Plan your recording with Nataliya Andreychuk: https://pharma-talks.com/#be-guest🔗 Follow & Connect:🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/🎙️ Ned Ehrbar → https://www.linkedin.com/in/nedehrbar/

In Part 2 of this Pharma Talks episode, Nataliya Andreycuk continues her conversation with Rasmus Kalms, technologist and product leader, exploring the practical steps pharma teams can take to move beyond content production bottlenecks.00:00 Rethinking the pharma content lifecycle with AI 03:41 Can early MLR approval cut content approval time by 50%? 07:00 Connecting platforms, teams and global content governance 10:54 Hot or Not 14:54 Delivering relevant, trustworthy content at the speed of need 16:13 Final advice: Don't be afraid to experiment📲 Enjoyed this episode?👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode👉 Want to be a guest? Plan your recording with Nataliya Andreychuk🔗 Follow & Connect:🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/🎙️ Rasmus Kalms → https://www.linkedin.com/in/kalms/

Pharma doesn't necessarily need more content. It needs content that teams can find, reuse, adapt, and deliver when it's needed.In Part 1 of this Pharma Talks conversation, Nataliya Andreycuk sits down with Rasmus Kalms, technologist and product leader, to challenge the way pharma approaches content production, modular content, and AI.Why do content management practices that work in other industries often look different in pharma? Can generative AI solve the problem of fragmented content libraries? And is modular content really dead — or have we simply made it too complicated?Rasmus shares his perspective on why a solid claims library, structured content, and transparent workflows are essential to making AI work in regulated environments. Together, Nataliya and Rasmus explore how pharma can rethink content operations, accelerate production, and build workflows that support both compliance and creativity.00:00 Does pharma have a content graveyard problem?04:03 Why pharma's approach to content may be part of the problem08:55 From digital asset management to meaningful content reuse14:41 Making modular content scalable with AI16:08 Is compliance a constraint or an excuse for inaction?📲 Enjoyed this episode?👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode👉 Want to be a guest? Plan your recording with Nataliya Andreychuk🔗 Follow & Connect:🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/🎙️ Rasmus Kalms → https://www.linkedin.com/in/kalms/

Nataliya Andreychuk sits down with Raphael Blum, oncology commercial executive and former VP, Global Commercial Development Oncology at AbbVie, to look at why an industry that saves lives still struggles to earn public trust. After more than 20 years at Pfizer, Merck Serono and AbbVie, starting as a medical rep, Raphael has worked on both sides of the trust gap: in headquarters and in the field.Key takeaways:Trust in a medicine or a physician is different from trust in a company or an industryExplaining risk has never been enough, because patients judge pharma through access, affordability and their own treatment pathwayAccountability for trust starts with leadership: priorities, incentives and the trade-offs a company acceptsGlobal launch plans need local input from day one, not after the strategy is finishedWith fewer than 5% of oncology programs reaching approval, the cost of failure sits inside every price📲 Enjoyed this episode? 👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode🔗 Follow & Connect: 🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/ 🎙️ Raphael Blum → LinkedIn

AI is changing more than the technology inside pharma's software stack. It is challenging the entire SaaS model: how software is built, how workflows are designed, how teams work, and what customers should actually pay for.In this episode of Pharma Talks, Nataliya Andreychuk sits down with Thomas Mrosk, a pharma and AI transformation expert and co-founder of CTC Health, to explore what is changing — and what pharma needs to rethink next.From fragmented point solutions and traditional SaaS models to agentic AI, internal capabilities and AI-powered education, this conversation asks a bigger question:Are we really transforming pharma — or just adding AI features to old ways of working?00:00 How AI Is Changing the Rules of the SaaS Game07:04 Is the Classical SaaS Model Dead?09:08 Build vs. Buy: Where Should Pharma Build AI Capabilities?12:50 Bringing Software, Services & Expertise Together17:50 How AI Could Reimagine Pharma Education22:22 Hot or Not: The Future of Pharma Martech25:01 Content at the Speed of Need27:00 Thomas Mrosk's Advice: Demand Outcomes📲 Enjoyed this episode? 👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode 👉 Want to be a guest? Plan your recording with Nataliya Andreychuk.🔗 Follow & Connect: 🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/🎙️ Thomas Mrosk → https://www.linkedin.com/in/thomas-mrosk/#PharmaAI #SaaS #AgenticAI #DigitalTransformation #PharmaMarTech

In this episode of Pharma Talks, Nataliya Andreychuk sits down with Toby Beaumont, a commercial digital transformation expert who has spent around 20 years working across pharma, agencies, and the vendor side, to unpack one of the biggest challenges facing pharma marketing today:AI can generate content faster than ever. But what happens when you put a faster engine into a broken car?The conversation explores what pharma needs to fix before it can truly scale AI — and what it could mean for the future of pharma marketing and the marketer of tomorrow.00:00 Systematic to Automatic — Why AI Alone Won't Transform Pharma 02:00 The Problem With Fragmentation 07:00 Building the Content System — Design Systems, Metadata & Guardrails 14:00 AI, Scale & the Marketer of Tomorrow 20:00 Efficiency ≠ Effectiveness 26:00 Where to Start — Experimentation, Measurement & Scalability📲 Enjoyed this episode? 👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode 👉 Want to be a guest? Plan your recording with Nataliya Andreychuk.🔗 Follow & Connect: 🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/🎙️ Toby Beaumont → https://www.linkedin.com/in/tobybeaumont/

In Part 2 of this Pharma Talks conversation, Nataliya Andreychuk and Richard Schwartz continue their discussion about why experience is medicine — and explore what technology, data, and AI could mean for the future of healthcare experiences.From rethinking brand websites and using AI to understand the questions patients are really asking, to challenging pharma's approach to HCP engagement, patient support, and measurement, Richard argues that the industry has an opportunity to create experiences that are as sophisticated as the science behind the medicines.The conversation also explores the potential of agentic AI in healthcare — from helping with prior authorization and prescription access to coordinating delivery and patient education — and why making this future possible will require greater cooperation across the healthcare ecosystem. 00:00 AI & the future of healthcare experience02:27 From search to questions 04:28 Hot or Not: fewer, better communications07:00 Data-rich, value-poor?11:34 Rethinking patient support15:37 Measuring what matters 21:12 Real-time experience & agentic AI24:00 How to make experience part of the plan📲 Enjoyed this episode?👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode👉 Want to be a guest? Plan your recording with Nataliya Andreychuk 🔗 Follow & Connect:🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/🎙️ Richard Schwartz → https://www.linkedin.com/in/richardpschwartz/

What happens between a pharmaceutical product and the patient who needs it?In Part 1 of this Pharma Talks conversation, Nataliya Andreychuk sits down with Richard Schwartz, a healthcare and pharmaceutical industry expert with three decades of experience across pharma, consulting, agencies, publishing and technology, to explore one of the industry's biggest blind spots: the experience surrounding the medicine.The conversation goes deeper into trust in pharma, patient-centricity, healthcare customer experience, patient support programs and why experience should be treated as part of the product — not an extra layer added after the medicine is developed.00:00 Experience as a medicine03:20 Trust: the metric pharma can't ignore10:12 The "Healthcare Pea Soup"14:11 Design the experience from day one18:52 AI, empathy & the human advantage26:55 The rise of digital opinion leaders📲 Enjoyed this episode?👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode👉 Want to be a guest? Plan your recording with Nataliya Andreychuk🔗 Follow & Connect:🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/🎙️ Richard Schwartz → https://www.linkedin.com/in/richardpschwartz/

In this solo episode of Pharma Talks, Nataliya Andreychuk takes an unfiltered look at one of the biggest challenges emerging from AI adoption in the pharmaceutical industry: the velocity trap.Pharma is investing billions in artificial intelligence, accelerating content production, expanding into new channels, and making localization easier than ever. Yet at the same time, huge volumes of approved content are never used.Nataliya explores what happens when AI-powered content creation moves faster than the workflows, relationships, and human expertise needed to make that content meaningful. She looks at the gap between content production and HCP engagement, the role of AI-native pharma organizations, and why AI may be exposing — rather than solving — broken pharmaceutical content workflows.The conversation also introduces the HUMICS framework and explores the uniquely human capabilities that will become even more important in an AI-native pharmaceutical organization.00:00 Welcome to a solo episode of Pharma Talks 00:07 Pharma’s massive AI investment and the race for efficiency 02:00 The AI content “velocity trap” 04:00 Why more content doesn’t necessarily mean more engagement 06:00 AI-native pharma and the future of human expertise 08:00 The HUMICS framework 10:00 Human-in-the-loop, MLR and compliant AI 12:00 The AI roadmap pharma leaders should be building📲 Enjoyed this episode? 👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode 👉 Want to be a guest? Plan your recording with Nataliya Andreychuk.🔗 Follow & Connect: 🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/

Steve Swan returns to Pharma Talks for a conversation about what has changed in pharma talent and recruitment since his last conversation with Nataliya Andreychuk a year ago.And the answer is: a lot.AI is now writing job descriptions, tailoring resumes, screening candidates — and, in some cases, essentially creating an AI-versus-AI recruitment loop. The result? Hundreds of polished applications, but not necessarily more people who can actually do the job.With nearly 30 years of experience hiring across pharma and biotech, Steve shares what he is seeing from the front lines — from the growing demand for AI talent to the rise of "AI-native" professionals and the new role of humans in an increasingly AI-driven workplace.Chapters:0:00 AI is already changing recruitment4:13 The AI recruitment loop: when AI starts checking its own homework11:37 Are AI-native professionals the next generation of pharma talent?15:05 The "bionic employee" and why human intelligence still matters19:38 Hot or Not: Is pharma already losing the AI talent race?24:32 Can pharma compete with Big Tech for AI talent?25:06 Where will the next pharma talent wave come from?📲 Enjoyed this episode?👉 Like, subscribe & hit the 🔔 to never miss a Pharma Talks episode.👉 Have a question about hiring, recruiting or building AI talent in pharma and biotech? Send it our way — we're listening.🔗 Follow & Connect:🎙️ Nataliya Andreychuk → https://www.linkedin.com/in/andreychuk/🎙️ Steve Swan → https://www.linkedin.com/in/swangroup/